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Brand Finance Nation Brands Forum 2022 in Association with DPAAL

15 September 2022, 18:30–19:45 UK Time

The effect of a country’s national image on brands and the economy as a whole is now widely acknowledged. In a global marketplace, nation brand is one of the most important assets of any country, encouraging inward investment, adding value to exports, attracting tourists and talent. In this time marked by international tensions and global challenges, it is more important than ever that governments, trade bodies, and businesses take steps to ensure that their nation brands are well-managed and their marketing communications relevant.

Join diplomats, nation brand managers, academics, and journalists for a thought-provoking discussion at the launch of the latest Brand Finance Nation Brands 2022 report, organised in collaboration with the Diplomatic Press Attachés Association London (DPAAL).

The annual Brand Finance Nation Brands report is a study into the world’s top 100 nation brands ranked by their value and strength. It has been providing key benchmarks for diplomats, tourism boards, trade agencies, geographical indication brands, nation brand managers and consultants for nearly two decades.

As well as presenting an opportunity to explore the findings of this year’s research, the Nation Brands Forum 2022 will offer practical insights into managing nation brands in these challenging times. A panel featuring representatives of the government, academia, and media, will engage with the audience in an interactive Q&A session.

18.00Welcome Drinks
18.30Opening Remarks
by David Haigh, Chairman & CEO, Brand Finance
and Federico Bianchi, President, DPAAL
18.40Presentation of the Brand Finance Nation Brands 2022 Report
by Konrad Jagodzinski, Place Branding Director, Brand Finance
19.00Panel Discussion & Q&A
with Dr Keith Dinnie, Head of Management and Marketing, University of Dundee School of Business
Moderated
by Konrad Jagodzinski, Place Branding Director, Brand Finance
19.45Drinks Reception & Networking
21.00Event Conclusion
15 September 2022, 18:30–19:45 UK Time
In association with
DPAAL

DPAAL was established in 2010 as a forum for press & public diplomacy officers in London. The group networks with the British and foreign media, hosts networking events and shares contacts and best practice. The board is composed of a President, Federico Bianchi (EU Delegation) and five Vice Presidents from different diplomatic missions in London (Finland, Israel, Latvia, Mexico and Rwanda). Our member-based association hosts regular networking events with leading journalists and institutions. Our Meet the Editor series included Tom Newton Dunn from Times Radio, Patrick Wintour from The Guardian and Katy Balls from The Spectator. Most recently, we worked with the Embassy of Egypt in the UK to organise an exclusive panel on COP27, and with the British Library to organise a wide ranging discussion on “Breaking the News”.

DPAAL Website

Speakers

David Haigh
Chairman and CEO
Brand Finance

David is the Chairman and CEO of Brand Finance Plc – the world’s leading brand valuation consultancy. He has worked in the area of branded business, brand, and intangible asset valuation since 1991. He specialised entirely in the field after becoming the Director of Brand Valuation for Interbrand in 1995. He subsequently left Interbrand in 1996 to launch Brand Finance which is celebrating 25 years in business this year.

David represented the British Standards Institution in the working parties responsible for crafting international industry standards: ISO 10668 on Brand Valuation in 2010 and ISO 20671 on Brand Evaluation in 2019.

David is a passionate writer and has authored many articles on brand valuation, published in numerous marketing and finance newspapers and magazines, such as: Financial Times, Accountancy Age, and Marketing Week. He has also lectured on the topic of brand valuation for Harvard, Chicago, and London Business Schools.

David graduated from Bristol University with an English degree, qualified as a Chartered Accountant with Price Waterhouse in London, and obtained a postgraduate diploma in Marketing from the Chartered Institute of Marketing (CIM). He is a Fellow of The Royal Institution of Chartered Surveyors (RICS) and has a practising certificate with the Institute of Chartered Accountants in England and Wales (ICAEW).

Konrad Jagodzinski
Place Branding Director
Brand Finance

Konrad manages Brand Finance’s place branding and soft power practice. He liaises with clients, directs consulting projects, and is responsible for the creation and promotion of the annual Global Soft Power Index and Nation Brands studies.

Konrad has extensive experience in advising clients in the fields of place branding and public diplomacy. Before joining Brand Finance, he worked at the Polish Embassy in London where he developed and delivered successful marketing communications campaigns as well as media relations programmes of official engagements by the president, prime minister, government ministers, and the ambassador.

In his role at Brand Finance, Konrad has advised a variety of place branding organisations, including New Zealand Story, the Australian Trade and Investment Commission, and the Ministry for Foreign Affairs of Finland.

Before moving on to grow the place branding practice, Konrad was the Communications Director of Brand Finance and Managing Director of Brand Finance’s PR agency – Brand Dialogue for 5 years. He has a proven track record in executing integrated communications strategies, having been responsible for publishing nearly 100 industry and country reports on the world’s most valuable brands on an annual basis.

Konrad has qualified with the Professional PR Diploma from the Chartered Institute of Public Relations (CIPR). He studied European Studies MA at King’s College London and the Humboldt University in Berlin, and International Relations with Political Science BA at the University of Birmingham.

Website
Federico Bianchi
President
DPAAL

Federico Bianchi is the Spokesperson and Head of Press and Public Diplomacy at the European Union Delegation to the UK and serves as the current President of the Diplomatic Press Attachés Association London (DPAAL).

Federico is an Italian career diplomat who has served in Rome, Islamabad, Shanghai, and London, both at the Foreign and Commonwealth Office (FCO) and at the Italian Embassy to the UK.

Prior to entering the Italian foreign service, he worked for the UN in Montreal and the EU in Brussels.

Federico has a degree in law, master’s degrees in International Relations, EU Law, and International Economics, and a PhD in International Law.

He speaks fluent Italian, English, French and Spanish, good Portuguese and has studied Mandarin and Urdu.

Passionate about tech and digital diplomacy, Federico is interested in the interconnections between media and politics and in the role of diplomacy in the 21st century as a global force for good.

Dr Keith Dinnie
Head of Management and Marketing
University of Dundee School of Business

Dr Keith Dinnie is one of the world’s leading figures in the field of nation branding. He is the author of the first textbook on the subject, Nation Branding: Concepts, Issues, Practice, which has recently been published in a third edition (Routledge, 2022). Previous editions of the book have been translated into Chinese, Japanese, and Korean.

He has advised various organisations including the Korean Presidential Council on Nation Branding, the United Kingdom Government’s Department for Environment, Food & Rural Affairs (Defra), and Brand Scotland. He has delivered keynote speeches in China, Japan, United States, United Kingdom, Russia, Germany, The Netherlands, Greece, Italy, Portugal, Iceland, South Africa, and South Korea.

He is currently the Head of Management and Marketing at the University of Dundee School of Business (UDSB), United Kingdom. He is the founder of Brand Horizons (www.brandhorizons.com).

In association with

DPAAL

DPAAL was established in 2010 as a forum for press & public diplomacy officers in London. The group networks with the British and foreign media, hosts networking events and shares contacts and best practice. The board is composed of a President, Federico Bianchi (EU Delegation) and five Vice Presidents from different diplomatic missions in London (Finland, Israel, Latvia, Mexico and Rwanda). Our member-based association hosts regular networking events with leading journalists and institutions. Our Meet the Editor series included Tom Newton Dunn from Times Radio, Patrick Wintour from The Guardian and Katy Balls from The Spectator. Most recently, we worked with the Embassy of Egypt in the UK to organise an exclusive panel on COP27, and with the British Library to organise a wide ranging discussion on “Breaking the News”.

DPAAL Website

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Brand Exchange, 3 Birchin Lane, City of London, EC3V 9BW

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